[andylash]

RIA's offer this kind of custom constructed direct indexing as a value add, so there's clearly a market amongst the broader non-active-trader types.

I bet you could lean into the huge and growing ESG ( Environmental, Social, and Governance) sector, because people have very different opinions about what "good" and "bad" are. For example most ESG funds are heavily weighted to social media, but maybe you think oil and social media are both bad? There isn't an easy to access product for that.

[_eb13]

Absolutely. Direct indexing has some unique benefits. Of course it's a bit more complex to track everything, but that's where we come in.

We've had users get quite excited about ESG indexes. Especially with "forking" more traditional indexes and removing companies they're not morally aligned with.

[DennisP]

Yep, personally I want things like small-value or fundamental-weighted funds that exclude fossil fuel companies, and that doesn't seem to exist.